# Customer retention: what it is and how it works · Zorraquino
> Customer retention measures the continuity of a commercial relationship over a period or between defined points in time.
URL: https://www.zorraquino.com/en/dictionary/customer-retention

# Customer retention

Customer retention measures the continuity of a commercial relationship over a period or between defined points in time

What it means, how it is used and where it comes up, with its related concepts.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## What it is and how it works

It can be analysed by cohort to compare groups that started in similar circumstances. It is necessary to distinguish between tenure, activity and revenue. An account that is open but inactive may count as retained under one definition and not under another.

Topics

[Marketing and sales](https://www.zorraquino.com/en/dictionary/category/marketing-y-ventas)

## Variants and linked concepts

- **Returning visitor.** A returning visitor is an analytics identification of a return visit, with tracking limitations. It is not necessarily the same as a retained customer.

## Related concepts

- [Sales pipeline](https://www.zorraquino.com/en/dictionary/sales-pipeline)
- [Customer acquisition cost](https://www.zorraquino.com/en/dictionary/customer-acquisition-cost)
- [Churn](https://www.zorraquino.com/en/dictionary/churn)